Ads – They’re a fundamental part of online exploration, whether you’re wading through a swamp of unwanted suggestions or making pit stops at something more engaging. Time and time again even the simplest content has helped heighten brand awareness, increase traffic and in short, make money. However, this doesn’t mean people aren’t getting tired of them.
With the enduring love of ad-blocker on both PC and, progressively, mobile, customers are more likely than ever to bypass broad reaching advertisements. The solution? An increase in personalised marketing has been trickling through the web, and despite its controversial, Big Brother-style tactics, it’s working. In fact, a 2016 study by Adobe found that 78% of customers actually ‘like them’, with management consulting firm McKinsey & Company adding that they can deliver five to eight times the ROI and increase sales by at least 10%.
So what to do? Simply jump into consumer’s clickstream and profile data and run with that? Well, like most things, the best content requires moderation. Tailoring ads specifically around a consumer’s web history is more likely to be met with a block rather than a sale and can generate feelings of mistrust towards the brand itself. Aspects such as customer audience segmenting can ensure you’re pitching to the right audience, while engagement on an organic ad can help pinpoint customers who’d be more open to a personalised one.
Native advertising is a growing tactic that’s changing the way companies can promote themselves. With its open and inventive possibilities, a brand can not only boost customer engagement for a scheme or product but hone their own identity as well. A positive review from the right publication or influencer can increase brand recognition without that uncomfortable self-promoting push, yet less direct approaches can also produce results.
Our team at Fiora worked with emotional wellbeing brand Rescue Remedy to promote their mental performance enhancing products. We employed the help of social media influencer wonderful_u, who’s honest, personable attitude had gained her over 57.7k Instagram followers. She promoted four different Rescue products in 1 Instagram post and 3 Instagram stories. In her posts, she spoke openly about her anxiety while flying, her low energy, and how Rescue had helped with both of these. Weaving her travels and personal experiences into the promotion created a naturalistic feel and encouraged engagement from her followers. Her promotions drove 347 users to the Rescue website, and while many of her followers were past customers re-introduced to the brand, 95% of the website visits were from new users.
While an increase in web traffic is a positive result, campaigns like wonderful_u’s posts are invaluable at promoting the core values of a brand alongside their products. Rescue was able to showcase themselves as a positive, caring and above all, trustworthy, brand that put health and wellbeing first.
And Rescue isn’t a solo story. Another client who benefited from a good dose of personalised content was global confectionery company MAOAM. They wanted to extend their ‘Mega Vend’ activity into digital in a new, tangible way. Inspired by popular mobile games like Candy Crush, we created a colourful puzzle game app with similar dynamics and an easy learning curve. With original music and graphics, 50 unique levels and over 23,000 happy downloaders, the app stood as a popular game in its own right, while subsequently promoting the MAOAM brand. Pushing promotion didn’t factor into the equation, yet the customer was always made aware of the brand, helping to increase engagement without being heavy-handed.
Success comes from a number of factors, and personalised content is only as strong as the team that works on it. However, with a clever, well-crafted idea, a clear process and a dedicated team, that ad blocker might not seem such a fearful creature after all.